Thailand Eyes High-End Market with ‘Luxury MICE’ Initiative

TCEB inspires success for global luxury MICE business with five ‘chic & charming’ destinations

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Thailand’s ‘Believe in Thailand’ campaign, conceived by the Thailand Convention and Exhibition Bureau (TCEB) has been widely credited for the rapid upturn in MICE visitors to the country. TCEB today announces a new initiative to build on this success to further boost Thailand’s image and presence in the high-end “Luxury MICE” market. 

Mr. Akapol Sorasuchart, TCEB president disclosed that “this initiative is designed both to extend market penetration in the existing ‘Luxury MICE’ market, and also to increase the size of this niche market. In terms of numbers, the Luxury MICE market has shown steady growth over the past few years. These visitors, especially those from long-haul markets, tend to travel in smaller, more exclusive and senior-level groups, and of course their expectations and standards are correspondingly higher.

Continuing, Mr. Akapol added, “In order to spearhead this campaign, TCEB has selected five         ‘chic & charming’ destinations – one each in Bangkok, Hua Hin, Chiang Mai, Phuket and Samui, to offer a captivating experience, and unrivalled standards to the most discerning MICE groups. We are confident that the initiative will add 15-20 per cent to Thailand’s overall MICE industry revenues, with the ‘Luxury MICE’ segment projected to contribute around US$ 130 million this year.” 

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